I just read an article in the 2013 September issue of Journal of Marketing titled, “Reexamining the Market Share – Customer Satisfaction Relationship” authored by Lopo L. Rego, Neil A. Morgan, and Claes Fornell.
Often managers assume that various dimensions of marketing performance are positively correlated, and yet this is not always the case. This particular study builds on previous research suggesting that there is a tradeoff in designing marketing....